True Gent & Unlikely Story Team Up for Inaugural Sydney Beer Campaign
True Gent, the full-service production company, proudly announces its role in the U.S. launch of Sydney Beer USA’s video campaign. Chuck Meehan, Founder/Chief Creative Officer of Unlikely Story, explains, “This campaign puts the Australian Larrikin in Americans. With a mischievous, unconventional point of view on things.” The Larrikin is a cheeky person who may not follow all the rules but has a good heart—perfect for capturing the essence of Sydney Beer. This persona shines in with lines like: "If a Sydney is in your hand, you won't believe chivalry is dead until they find the body."
Meehan, who tapped Brady to direct one of his first national campaigns for Kia back in 1998, tapped True Gent to bring his vision for Sydney Beer to life. The two collaborated on several Chrysler commercials featuring Kathryn Hahn and other celebs. "Working with Chuck is like going on a reunion tour, minus the drama and bad haircuts,” said Brady.
True Gent packaged post with veteran editor Bill Marmor, another frequent Brady conspirator. Clark Muller handled color.
The campaign positions Sydney Beer USA’s all-natural lager as the beer for those who embrace fun and camaraderie, capturing the brand’s laid-back Aussie ethos.
